CTR – Click Through Rate – is the click-through rate, or simply put: the ratio of the number of clicks to the number of times an advertisement is displayed. The indicator is calculated not only for advertisements, but also for individual keywords. The CTR takes on a percentage value and can serve as an indication of the effectiveness of the activities carried out.

In general, it can be assumed that a high click-through rate means that the ad content displayed is a good match for users. A low CTR is often a signal to start optimising a campaign – but this does not have to be the case. After all, it is important to realise that the rate can vary significantly between industries, specific products or services. CTR is also influenced by the medium in which the ad is to appear.

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